“It takes twenty years to build a reputation and 5 minutes
to destroy it” , Warren Buffett
With the emergence of Web 2.0, tremendous opportunities
arise for companies to engage their audiences . However, the virality of
information can also defeat even the most solid communication strategies. In
addition, if you still doubt the impact that your fingerprint can have on your
business, you will be surprised to learn how taking care of your online
reputation has become an essential criterion. healthbeautystudio
Online reputation: what is it?
Digital word of mouth
Online reputation is the perception that individuals have of
you or your business through information visible on the internet , whether
through search engines, social networks, blogs or forums. (Not to be confused
with “ e-notoriety ” which relates more to the reputation of a brand).
Thus, this representation comes from content that the entity
voluntarily distributes on the web, but also content that does not fall under
its own control (such as comments and posts on social networks or opinions and
ratings on third-party platforms). We are talking about real digital word of
mouth .
The challenges of
e-reputation
Let's see in a few figures why e-reputation is so essential
.
According to a survey by the IFOP , " 88% of consumers
consult online reviews before going to the act of buying."
This step has become essential in the purchasing process. It
constitutes an additional source of information and confirms the Internet user
(or not) on his choice.
Indeed, “ 90% of consumers who read customer reviews online
before making a purchase say that positive reviews influenced their decision,
compared to 86% of negative reviews . ”- Dimensional Research .
In addition, negative opinions have more impact for
consumers since they make it possible to put into perspective the often utopian
arguments of the brand.
According to Moz research , “ An average business loses 22%
of its potential revenue when a negative article published about it is visible
on the first page of Google ”
However, reviews are not the only metrics used by Internet
users to form an opinion on a product or service. Ratings and comments are
particularly appreciated criteria.
Thus the commercial discourse of brands is no longer
sufficient to establish a relationship of trust with the customer . This is why
the latter must take their e-reputation into account as an index of customer
satisfaction in their digital strategy. The customer has taken over.
In addition, the image of a company on the web can quickly
be built without your knowledge. If you have no control over what is being said
about you, there may be a gap between the message you want to convey and the
one your audience perceives.
The fear of the “Bad Buzz”
The risk of “ Bad Buzz ” increases when the company's
e-reputation is suffered . Most “Bad Buzzes” directly damage the brand image
and can have a serious impact on sales . Likewise, a simple “tweet” or the
mismanagement of a comment is enough to generate disastrous consequences.
It is true that an e-reputation in poor condition does not
give gifts. However, when this is neat, e-reputation turns out to be a real
acquisition lever that it would be regrettable to neglect.
How to master your online reputation in 4 steps
Do an audit of your
e-reputation
The first step towards mastering your online reputation is
to be aware of what is being said about your brand. Many tools exist to measure
the degree of your e-reputation on social media, search engines, comparison
platforms, etc.
Free and paid tools to
measure your e-reputation:
The first instinct to have is to “ google ” yourself . Type
the name of your brand on the search engine and observe the result.
Google alert : Receive alerts when content that may or may
interest you is posted on the web. It is a good tool to find out what is being
said about you.
Other free solutions exist such as Truspilot or Capterra(for
software) . In addition, here is a non-exhaustives list of paid tools to give
you an idea of your e-reputation.
• Hootsuite
• Mention
• Alerti
The analysis of these different platforms can allow you to
know before any actions the level of perception of your company by Internet
users .
Choose the right platform
according to your industry.
• Google My
Business is a musts have local SEO tool designed by Google. It allows you to
identify your points of sale in order to ensure their digital presence. This
tool allows Internet users to find your stores nearby as well as other
information such as opening hours, address and of course customer reviews.
Some platforms have features that are adapted to certain
types of trades. Google My Business , Facebook or Yelp seem to be universal
platforms whatever the industry, however, if you own a restaurant, you will
favor, The fork or Tripadvisor to name a few. In the construction sector or
local commerce, where local searches are very numerous, you will favor sites
such as the Yellow Pages . Once your platforms have been chosen, find out about
the good practices inherent in them to configure them properly and thus start
off on the right foot.
Improve your online reputation by creating qualitative content.
“ The best way to predict the
future is to create it. » , Peter Drucker
Frequently post content on social media that can engage your
audience with your brand. Share your values and communicate transparently with
the latter. Regarding the management of messages and comments, be responsive!
Investing in a chatbot can be a solution if you receive several hundred
messages a day. However, if you do not fall into this category, we recommend
that you humanize your relationship with your community as much as possible.
Manage your reviews for an irreproachable e-reputation
• Generate (positive) opinions: a long-term job
The more positive reviews you collect, the more reliable
your image of your business will be. Indeed, the opinions of your customers or
partners will allow you to demonstrate your added value. This will set you
apart from your competitors. To do this, when you identify a client / partner
who is particularly satisfied with your support, invite them to share their
experience on your Google My Business page , Facebook , website or other.
Many tools exist to measures the satisfaction of your
customers. The NPS (Net Promoter Score) is one of them. It is defined by a
recommendation rate and is calculated from the following question: "Would
you recommend this product or service to those around you?" ".
Depending on the rating given by the customer, it is
classified in one of these 3 categories:
o Detractors
: if the score goes from 0 to 6
o Liabilities
: if the score goes from 7 to 8
o Promoters
: if the score goes from 9 to 10
Thus a CRM such as Hubspot allows you to launch this kind of
survey automatically to allow you to easily identify your promoters and to
better understand what are the problems of your detractors.
• Respond to your review whether positive or negative
It may be more effective to devote all of your energy to
negative reviews and comments. On the other hand, it may also seem more
effective to thank only happy customers to cover up derogatory reviews.
But the reality is quite different . Indeed, to maximize
your online reputation , you must find a balance by responding to a selection
of positive and negative reviews. According to the Review tracker , “52% of
customers expect to receive a response within seven days ” . Although a
response in less than 24 hours would be favored, a response time of one week is
the limit not to be exceeded.
Bonus: Our advice to respond to your opinions while preserving your
e-reputation
How to deal with negative reviews?
• No matter
how virulent the opinion, never succumb to aggression! Listening, empathizing,
caring and avoiding debates. You will not be read only by your interlocutor,
but by your entire audience. So understand your response as a marketing
message. If the conversation continues, export it offline: Give your contact
information with a name and number.
• Don't
hide / delete reviews! Ignoring a review tarnishes your online reputation .
Your detractor's reaction may be amplified. He can repeat his action or worse,
make a publication by means of a screenshot.
• Be
sincere! Apologize, explain the cause of the problem, convey your willingness
to fix the situation, and come up with a solution.
• Thank
your client . Indeed, his feedback is an opportunity to improve your product.
Remember, it's the most invested customers who leave a
review. Proper handling of a negative comment can become an opportunity to
retain a customer . Moreover, a response to a negative opinion favors improving
the ' user experience , allowing the latter to pass promoter or ambassador .
(To find out all about customer dissatisfaction, see our dedicated article ) .
How to deal with positive
reviews?
• Thank
your client to consolidate the relationship they have with your brand.
• Personalize
your response. This humanizes the customer relationship .
• Emphasize
the positive aspects of his message.
• Invite
your customer to come back and / or recommend your service on Google My
Business or on the platform of your choice.
Online reputation is at the heart of digital marketing
issues . Indeed, the latter is the first step in building a relationship of
trust with the Internet consumer . However, even if an irreproachable e-reputation
turns out to be an essential criterion, it is by no means sufficient.
Consequently, the latter should in no case be privileged to the detriment of
the quality of your service or product. Knowing how to react will always be a
definite competitive advantage , but it is above all the quality of your
services that will determine the image that your customers will have of you.
And to find out more, we invite you todownload our 3-step guide to a successful
business strategy in the digital age:
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